New name, established pedigree

24 September, 2014

Aventics might be a new name, but the company is anything but new to the pneumatics industry. Hydraulics & Pneumatics spoke with Stuart Cheyne, managing director UK at Aventics, about the company’s current roadmap in terms of product development and extended market reach... Previously a subsidiary of Rexroth Pneumatics, Aventics has been acting as a standalone company since earlier this year, although for a limited transitional period the company will follow a dual branding strategy with its former owner. At the 2014 Hannover Messe, Aventics – which is incidentally headquartered in Laatzen in the same city as the event – celebrated its first major public appearance. Although the name might be new, the company’s experience in the market is immense. Indeed, its history dates back to 1884, starting with the construction of the first pneumatics plant in Hanover. And with around 2100 employees worldwide, the Aventics brand has enjoyed a strong international position from the outset; with production sites in Germany, France, Hungary, the US, and China. The company’s market coverage is also global, with a presence in over 40 countries. “It is interesting to reflect that as well as being the youngest mainstream company to enter the pneumatics market we are also already a company with one of the strongest market pedigrees; with sound employee expertise, long-term customer relations and a proven product range,” said Stuart Cheyne, managing director UK. He added that this market standing is backed up by a highly proactive ongoing R&D programme focused both on innovation and responding to changing market needs as they occur. One of the company’s recently launched product ranges is the new AV valve series. AV – short for ‘Advanced Valve’ – is major breakthrough in miniaturisation, combining the advancements in plastics processing with a new design concept. AV series valves are claimed to be half the weight of and over 50 per cent more compact than conventional valves of the same performance level. According to Aventics, machine manufacturers can reach compressed air savings of up to 20 per cent, and can achieve even more savings with the electropneumatic pressure regulator for application-specific pressure control within the AV system. The AV series features a modular design and is currently available in two flow rate sizes. It can be integrated into plastic control electronics in a wide range of automation environments and communicates with all common fieldbuses. Additionally, Aventics’ PRA cylinder has been developed for maximum user convenience and time saving in mind. “With the cylinders’ exchangeable nose seal this makes it unnecessary to take the whole cylinder apart to change the seal,” explained Cheyne. Knowledge base Aventics has over 2100 employees globally, the majority of whom moved over from the previous company. “So we have many years of experience and knowledge within the organisation,” said Cheyne. “As changes, such as a requirement for additional extra technical knowhow, or extra design or marketing support are called for, we have a very proactive strategy in place.” he added. The UK team headed up by Cheyne comprises nine internal staff, including general manager, technical sales support and technical design staff. The company also has three external sales personnel and is further supported by a public relations and marketing company, Big Yellow, situated in the same building complex as the company’s main UK headquarters in the Cirencester. Target markets In terms of target market segments, Aventics is already widely established in sectors such as food packaging, assembly & handling and general automation. However, the company is now also pursuing additional sectors including heavy industry and medical technology. “We have an ambitious roadmap in terms of extending our market reach, and ensuring we have just the right products to achieve this,” Cheyne remarked. “We are also proud to be a specialist for niches, because that’s where we can offer our customers clear added value with our experience and our products.” Concluded Cheyne: “Our primary focus is on pneumatics; that’s where expertise is. So we talk to customers we can talk competently with them regarding pneumatic technology and how to best use pneumatic technology within their specific applications, no matter what sector they might work in.” www.aventics.com